# Feminizing Rugged Women pursue strength and challenge in exercises. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jan 13, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/feminizing-rugged ## Key Figures - Trend score: 5.7/10 - Evidence articles: 10 ## What is the Feminizing Rugged trend? **Feminizing Rugged:** In the past five years, the battle for gender equality has reached new heights with some of pop culture's biggest icons speaking openly about feminism. This pushes women to seek new challenges in all facets of life, including within athleticism and fitness. The gears have switched from exercises that promise prettiness, to those that boast strength building. ## At a Glance - Evidence: 10 featured examples - Articles from: May 31, 2011 to Oct 10, 2015 - Published: Jan 13, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Alpha, Gen Z, Millennial - Top markets: North America ## Themes within the Feminizing Rugged trend ### Gender-Neutral Sports Brands are creating sports gear/products that break traditional gender stereotypes; female boxers, female football campaigns, gender-inclusive sports gear. ### Athletic Glamour Taking fitness to a glamourous level; fashion brands and media publications merging sport and high-end fashion. ### Female Empowerment through Fitness Women are seeking to create athletic and physical goals similar to men; movement toward increasing inclusivity and equality in sports and fitness. ## What the Feminizing Rugged trend means for industry ### For Sportswear Industry Brands must produce sportswear products that include greater diversity, inclusivity, and accessibility. ### For Fashion Industry Opportunity to merge athletic wear with high end fashion to create new products aimed at athletes and fitness enthusiasts. ### For Sports and Fitness Industry Brands need to create more gender-neutral products and foster inclusivity in marketing and advertising within the industry. ## Trend signals for Feminizing Rugged Trend score 5.7 out of 10, from popularity 79%, activity 85%, freshness 8%. - Popularity: 79% - Activity: 85% - Freshness: 8% ## Examples of the Feminizing Rugged trend 10 featured examples from May 31, 2011 to Oct 10, 2015. - [Weather-Defying Sport Experiences](https://www.trendhunter.com/trends/project-north): The Nike Project North Blogger Event is an Adventurous Campaign (Category: Lifestyle) Implication: The outdoor apparel industry can tap into the trend of cold weather adventures by designing innovative and functional gear for extreme weather conditions. - [Ugly Workout Campaigns](https://www.trendhunter.com/trends/darjeeling-sportswear): The Darjeeling Sportswear Ads Show that Fitness Isn't Always Hot (Category: Lifestyle) Implication: The fitness industry can incorporate less intimidating and relatable images into their campaigns to attract more unconventional customers. - [Embellished Boxer Editorials](https://www.trendhunter.com/trends/harpers-bazaar-mexico-july-2014): The Harper's Bazaar Mexico July 2014 Piccone Photoshoot is Sport Chic (Category: Fashion) Implication: Fashion retailers can incorporate sport-inspired designs and embellishments into their product line to attract customers with a more active lifestyle. - [Princess Softball Uniforms](https://www.trendhunter.com/trends/frozen-girls-softball-team): This 'Frozen' Girls Softball Team Poses in Disney Princess Attire (Category: Fashion) Implication: The sports apparel industry can leverage the trend of gender barrier breaking apparel to create new and unique products. - [Inspirational Women Boxers](https://www.trendhunter.com/trends/women-boxers): Claudia Gaudelli Challenges the Notion of the Male-Dominated Sport (Category: Fashion) Implication: The Women Boxers photo series presents an opportunity for sports organizations and brands to promote female empowerment and encourage inclusivity in the industry. - [Haute Hiking Boots](https://www.trendhunter.com/trends/hiking-boots): The Louis Vuitton Alpinist Mountain Ankle Boot Offers an Air of Elegance (Category: Fashion) Implication: The convergence of fashion and outdoor gear provides disruptive innovation opportunities for designers and retailers in the fashion industry. - [Gender-Inclusive Sports Gear](https://www.trendhunter.com/trends/nike-womens-basketball): Nike Women's Basketball Collection Shows this Sector's Growth (Category: Lifestyle) Implication: The emergence of a niche market for gender-inclusive and specialized apparel creates opportunities for brands in the athletic apparel industry. - [Girly Mountain Missions](https://www.trendhunter.com/trends/juan-rayos-longboard-girls-crew): The Juan Rayos Longboard Girls Crew Rides Through Madrid's Mountains (Category: Lifestyle) Implication: The outdoor sports industry can explore partnerships with videographers to document and promote the exhilarating experiences offered by activities like longboarding. - [Girl-Geared Archery Sets](https://www.trendhunter.com/trends/nerf-rebelle): Nerf Rebelle Series Bring the Action to a Different Demographic (Category: Life-Stages) Implication: Disruption opportunity to expand offerings beyond traditional gender roles and appeal to a broader customer base. - [Female Football Campaigns](https://www.trendhunter.com/trends/female-football): This Campaign Aims to Promote Female Football & Increase Youth Interest (Category: Marketing) Implication: There is an opportunity for sports apparel companies to create gender-inclusive clothing lines for all levels of competition, from youth to professional. ## Recent trend clusters - 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